Intuit Reviews Creative Accounts for TurboTax and QuickBooks Solutions
In the heart of tax season, TurboTax is shaking things up, potentially kicking off a new era by looking for a new creative agency. This could mark the end of a decade-long relationship with Wieden+Kennedy Portland, which has handled the account since 2013.
Meanwhile, Quickbooks might be saying goodbye to TBWA\Chiat\Day, closing a five-year partnership that began in 2018. Reports suggest that both accounts are under review, with Quickbooks seemingly closer to making a decision.
Despite reaching out to numerous contacts within Intuit, Adweek received no response regarding these reviews.
TurboTax has ventured into uncharted waters by experimenting with ads on Perplexity, an AI-powered search engine. This move could signal a strategic push to boost brand visibility on innovative digital platforms during tax season.
Yet, TurboTax has found itself in the crossfire, facing allegations of misleading advertising and business practices. ProPublica's investigative reporting has raised concerns, leading to federal investigations and FTC orders. Several states have also launched investigations, accusing TurboTax of overcharging for services that could be had for free.
However, these trials haven't deterred TurboTax entirely. The brand appears to be responding by adjusting its advertising strategy and possibly looking for new agency partners who can navigate the complexities of crisis communication and regulatory compliance.
As for Quickbooks, current reports don't provide any concrete updates on account reviews or shifts in advertising agencies. Perhaps, Quickbooks remains relatively unscathed or recent developments haven't been reported yet.
All in all, it seems Intuit is walking a tightrope, attempting to balance innovation in advertising with addressing legal challenges and regulatory scrutiny related to TurboTax's marketing practices. This Uneasy dance underscores an environment where change may be on the horizon.
The finance sector, which includes TurboTax and Quickbooks, might be seeking new business partners in the advertising industry, as both companies appear to be reviewing their current partnerships with Wieden+Kennedy Portland and TBWA\Chiat\Day respectively. In the midst of these changes, TurboTax is exploring technology-driven platforms like Perplexity to increase its brand visibility, while also navigating allegations of misleading advertising and regulatory scrutiny.
